In September, we hosted our inaugural Retail Media Impact Summit in the heart of Amsterdam. A landmark event that brought together over 150 industry leaders to share insights, strategies, and bold ideas to help shape the future of Retail Media in Europe. One of the themes of the day was the transformative role of AI in driving smarter campaigns, better measurement, and richer shopper experiences.
To continue the great conversations sparked at the Summit, we caught up with Andreas Preuer, Senior Director, Business Development - EMEA at Moloco, one of our expert speakers, to dive deeper into this exciting topic and explore what lies ahead for Retail Media in the age of AI.
You can watch our highlights reel and catch up on all of the action from the day here, and get Andreas’ thoughts below.
“AI finally lets retailers activate their most valuable asset—first-party data—at scale and in real time. Instead of relying on static rules or third-party identifiers, models can predict intent, optimise bids, and match the right ad to the right shopper across billions of auction decisions.
This transformation helps retailers balance objectives like GMV, margin protection, and shopper experience. It also compresses the feedback loop from weeks to milliseconds, so learning compounds and campaigns continually improve rather than plateau.
The timing matters because retail media has reached an inflection point. Advertisers are demanding proof of incremental performance, not just vanity metrics. Shoppers expect seamless, helpful experiences. And retailers need to monetise without degrading customer satisfaction. AI is the only way to balance all three of these priorities simultaneously.”
“We’re seeing a shift from manual campaign optimisation to outcome-based automation. Advertisers are moving away from constantly tinkering with CPC or CPM bids and instead setting business objectives—target ROAS, cost-per-acquisition, or new-to-brand goals—while AI handles the tactical execution in real time.
This approach delivers dramatic efficiency improvements. Retailers using AI-powered personalisation combined with outcome-based bidding can increase ad load without degrading the consumer experience, which creates substantial value and breaks previous growth ceilings.”
“The best retail media doesn't feel like advertising but helpful discovery. AI makes true ad personalisation possible by understanding shopper intent and matching it with relevant products, even when the shopper doesn't know exactly what they're looking for.
Think about someone searching for "comfortable shoes for standing all day." Traditional keyword matching might show generic athletic shoes, while AI can process that query along with session behaviour and surface curated products like supportive work shoes, gel insoles, or compression socks.
AI also prevents ad fatigue and overexposure by understanding when a shopper has seen enough and adjusting frequency accordingly. When done right, AI-powered ads improve key engagement metrics. We've seen partners achieve 30% higher click-through rates because the recommendations are genuinely relevant, which boosts both ad revenue and overall sales.”
“I'm most excited about the standardisation of AI-native incrementality measurement. For too long, an overemphasis on last-click attribution has made it hard for retailers and marketers to gauge real impact. Now, advertisers are demanding proof that campaigns drive purchases that wouldn't have happened without ads.
At Moloco, we use a ghost bidding methodology that measures incrementality during live campaigns without the revenue sacrifice of traditional holdout groups. Early testing shows that up to 29% of conversions among exposed onsite users were truly incremental—new business that suppliers would have otherwise missed. This type of rigorous testing is becoming table stakes.
I'm also watching agentic AI closely. We'll see AI agents acting as personal shoppers on owned-and-operated properties, helping customers navigate complex catalogues using natural language. For retailers with extensive product ranges, this could dramatically improve discovery and reduce decision fatigue.”
“The Retail Media Impact Summit was one of the best events I’ve attended this year, bringing together heads of Retail Media Networks, leaders representing top brands, and agency executives. My biggest takeaway is that Retail Media continues to be the largest margin driver in retail, and AI will deliver the next wave of growth and scale for retailers, resulting in highly personalised ads, outcomes-based buying, and improved automation.
What also struck me was the shared challenge across the room: leaders are being asked to deliver future growth without additional resources or headcount. This is where AI becomes essential rather than optional. The technology exists today to automate campaign creation, optimise in real time, and dramatically improve efficiency. Retailers who embrace this, focusing on change management alongside technology modernisation, will build a sustainable advantage in the years ahead.”
To hear more from Andreas on how AI is advancing Retail Media, tune into our Retail Media Roundtable podcast episode, recorded live at the Retail Media Impact Summit. In the episode, Andreas joins Drew Cashmore, Managing Director, Adaptive Retail Group & Chief Strategist, Vantage, to discuss how AI is reshaping strategy, measurement and shopper experience in the space.
At our Retail Media Impact Summit in Amsterdam, one of the most thought-provoking sessions tackled a critical and often debated topic in Retail and Commerce Media: incrementality measurement. As Retail media continues to mature, understanding what truly drives incremental outcomes - and how to measure them effectively - has become one of the industry’s most pressing challenges.
During this breakout session, to set the stage, we conducted a live poll among attendees, asking two key questions:
1. Is the industry the gold standard for measurement in Retail Media?
2. Incrementality is a noble goal, but constraints make it nearly impossible to achieve.
Interestingly, 60% of participants agreed with the second statement. This result highlights a shared sentiment across the ecosystem. While incrementality represents an ideal in campaign measurement, it remains complex and, in many cases, difficult to implement in practice.
As discussed during the session, incrementality implies causality, yet causality itself exists in many shades. The reality is that not all incremental measurements are created equal, and this complexity makes standardisation a challenge for the industry.
During the session, our Retail Media Consultant, Yara Daher and IAB US’ VP Commerce & Retail Media, Collin Colburn, presented a preview of the new IAB Europe and IAB U.S. Guidelines for Incrementality Measurement in Commerce Media. Officially launched today, the guidelines offer a comprehensive look at the state of incrementality measurement, providing a framework for navigating the wide range of methodologies available and the conditions under which they perform best.
The Guidelines identify four primary approaches currently used across the industry:
Each approach offers its own advantages and limitations - from precision and scalability to practicality and resource requirements. The goal of this work is to help buyers, sellers, and technology partners align on common principles and expectations when it comes to proving true incremental impact.
Download the Incrementality Guidelines from the IAB Europe website here.
We discussed the four different approaches to incrementality: experiment-based, model-based counterfactual, econometric and hybrid proxies. Although everyone agrees experiment-based marketing holds the most rigour, it is not always possible. We then went on to discuss the growing adoption of Model-Based methods, such as Synthetic Controls and Ghost Ads. These techniques are gaining traction as advertisers and retailers seek more scalable ways to assess campaign performance.
However, as several participants noted, these methods are still in their experimental phase within the European market. Questions remain about their reliability, consistency of inputs, and potential for cross-platform validation. Continued collaboration between data providers, retailers, and technology partners will be key to refining these models and driving wider adoption.
Adding a practical perspective, Stan Lajouanie, VP Brand EU & LATAM from LiveRamp, shared how LiveRamp is enabling retailers and brands to unlock more actionable insights from incrementality measurement. The company is helping push incrementality measurement into social media environments, ensuring retailers can deliver key insights through Conversions APIs (CAPIs) and develop strategies that align more closely across different media channels.
This interoperability is essential for a holistic understanding of performance - particularly as retail media expands into off-site environments and across multiple walled gardens.
As we look ahead, we will continue to explore how incrementality data can be made more accessible and actionable across the wider industry and will examine the merits of each measurement approach. The newly released guidelines provide a strong foundation for this next phase of work.
For more information on our Retail Media work and how you can get involved, visit our Retail Media Hub here, or reach out to our Industry Development & Insights Director, Marie-Clare at puffett [at] iabeurope.eu.
On 21st October, we hosted our first-ever Connected TV (CTV) Workshop in Brussels, bringing together sell-side experts from EGTA, Amazon, ProSiebenSat1, Google YouTube, RMB Belgium, Pubitalia and IAB UK for an engaging afternoon of collaboration, insight sharing, and discussion.
Connected TV (CTV) continues to be one of the fastest-growing areas of digital advertising in Europe. According to our 2024 AdEx Benchmark Report, investment in BVOD and SVOD environments has grown significantly over the past few years, reflecting the increasing convergence of traditional TV and digital channels.
According to our research with DoubleVerify, 50% of European buyers now frequently consider CTV as part of their media mix - a clear signal that this channel is becoming a core component of cross-screen strategies. But, despite this momentum, challenges persist, particularly when it comes to measurement.
The research also shows that while advertisers see huge potential in CTV, many still face a lack of transparency. That’s why IAB Europe continues to support the sustainable growth of this channel by bringing industry experts together to discuss common challenges, identify solutions, and work towards greater clarity, standardisation, and transparency in CTV.
During the session, participants reviewed key buy-side questions around measurement, verification, and delivery, explored existing guidelines such as those from the Media Rating Council (MRC), and discussed what IAB Europe’s CTV Working Group can do to build on these frameworks to strengthen the European market.
Participants highlighted a range of pressing issues that need to be addressed to unlock CTV’s full potential across European markets.
The group discussed the need for a harmonised approach to measurement.
Commonly requested metrics include:
While BVOD-style metrics such as impressions remain dominant, many platforms still reject third-party tracking. Participants agreed that measurement data should integrate with brand and agency models to enable more holistic analysis.
A recurring theme was the lack of shared definitions across European markets. Participants agreed that mapping how inventory is sold and bought should come before standardisation. While frameworks like the IAB Tech Lab’s Content Taxonomy exist, they are not yet widely adopted.
It was suggested to align with MRC definitions and categorise metrics into “must have,” “should have,” and “nice to have” to support future harmonisation efforts.
We have already released the first set of definitions, which can be viewed in our newly published Digital Video Framework and Glossary.
There is a strong need for education across the ecosystem — from understanding CTV formats and buying options to factoring co-viewing into measurement models. Participants also highlighted the importance of achieving regional parity in data and research to support better outcomes.
The group suggested developing a CTV capability map to support market understanding - an initiative that is already in progress within the CTV Working Group.
Building a core set of transparency principles was seen as a key next step to unify the market. Both buy-side and sell-side participants emphasised the need for stronger alignment on targeting and verification approaches.
The group agreed on several follow-up actions to keep the momentum going:
The first CTV Workshop marked an important step forward for our work in this space.
Stay tuned for more updates from our CTV Working Group as we continue to drive progress in this space. And if you’re keen to get involved, reach out to our Industry Development & Insights Director, Marie-Clare, at puffett [at] iabeuorpe.eu for more information.
Brussels, Belgium, 31st October 2025 – IAB Europe, together with Alliance Digitale, BVDW, IAB Italia, IAB Polska, IAB Spain, and SPIR, has submitted a joint response to the European Data Protection Board’s (EDPB) public consultation on its draft Guidelines 3/2025 on the interplay between the Digital Services Act (DSA) and the General Data Protection Regulation (GDPR).
We welcome the opportunity to provide feedback on this important guidance which aims to clarify how two cornerstone pieces of EU legislation - the DSA and the GDPR - interact in practice. However, we are concerned that the draft Guidelines were developed without the involvement of the Digital Services Coordinators (DSCs), the European Board for Digital Services (EBDS), or the European Commission.
We believe that effective and coherent implementation of the DSA and the GDPR requires close coordination between all competent regulators, as the EDPB itself emphasised in its Helsinki Statement. We therefore encourage the EDPB to revise the draft Guidelines to ensure appropriate consultation with relevant regulators, and to refrain from interpreting substantive provisions of the DSA that fall outside its competence.
Key Points of Our Response
1. Automated Decision-Making and Advertising
The draft Guidelines suggest that personalised advertising could, in some cases, fall within the scope of automated decision-making under Article 22(1) GDPR. We ask the EDPB to clarify that advertising – including personalised advertising – does not, in itself, constitute automated decision-making producing legal or similarly significant effects on users. Advertising is fundamentally distinct from decisions such as credit scoring or employment selection and should not be treated as such under the GDPR.
2. Legal Grounds and Security Obligations for Article 26 DSA
Article 26(1) of the DSA requires online platforms to provide meaningful information about advertisement targeting and funding, creating obligations that may involve processing personal data. While the DSA imposes direct obligations only on platforms, third-party companies that support ad placement may also process data to enable compliance. The draft Guidelines should clarify that such processing can rely on the legal obligation basis or, alternatively, on the legitimate interests basis, given the clear regulatory purpose and straightforward necessity and balancing tests. Although technical and organisational safeguards must be applied to such processing, the EDPB should recognise that access to personal data by third parties is not prohibited if it is limited to compliance purposes, respecting the GDPR principles of purpose limitation, data minimisation, and security.
3. Scope of Special Categories of Data
Although recent CJEU rulings have broadened the interpretation of “special categories data” under Article 9 GDPR, we caution against an overly expansive approach that could create unnecessary complexity for legitimate processing activities, such as brand safety. We recommend that the EDPB clarify that intent and actual inference must both be present for processing to fall within Article 9’s scope.
4. Proportionality in Age Verification
We call on the EDPB to adopt a risk-based and proportionate approach to age assurance, consistent with the GDPR and the Commission’s Article 28 DSA Guidelines. A flexible approach is essential to allow platforms to implement effective and context-appropriate measures for protecting minors online.
5. Cooperation Between Regulators
Finally, we emphasise the need for structured cooperation between Data Protection Authorities (DPAs), Digital Services Coordinators (DSCs), the European Board for Digital Services (EBDS), and the European Commission. The draft Guidelines should refrain from interpreting substantive DSA provisions beyond the EDPB’s remit and focus instead on clarifying GDPR obligations where personal data processing is concerned. Enhanced coordination is essential to avoid duplicative proceedings and ensure consistent enforcement.
The response to the public consultation can be found here. For more information, please contact Ninon Vagner - vagner [at] iabeurope.eu / Lauren Wakefield - wakefield [at] iabeurope.eu
Brussels, 27th October 2025 – On 23rd October, IAB Europe submitted its response to the European Commission’s public consultation on the Digital Fairness Act (DFA), which will contribute to the Commission’s impact assessment and inform a future legislative proposal.
In its submission, IAB Europe focused on key areas relevant to the digital advertising industry, including dark patterns, unfair personalisation and the use of personal data, influencer marketing, horizontal issues, and regulatory simplification.
Before addressing these areas, IAB Europe noted potential shortcomings in the consultation’s design that could distort the evidence base and result in biased outcomes in favour of EU action. It urged the Commission to account for these biases in the final report through contextual analysis, comparison with other data sources, and transparent communication of uncertainties.
IAB Europe reiterated its long-standing position - most recently communicated in a joint industry letter to Executive Vice President Virkkunen and Commissioner McGrath in July 2025 - that rather than introducing new rules affecting the digital advertising industry, the EU should prioritise the full and consistent implementation of the existing rules across Member States. The effectiveness of this framework should also be properly assessed, including recently introduced regulations not fully covered in the Fitness Check, such as the Digital Services Act (DSA).
You can access IAB Europe’s full response to the Digital Fairness Act consultation here, and the supporting position paper here.
For further information, please contact Ines Talavera, Public Policy Manager, IAB Europe - talavera [at] iabeurope.eu, or Lauren Wakefield, IAB Europe - wakefield [at] iabeurope.eu.
The Retail Media landscape is undergoing a rapid and fundamental shift. Once a quiet revenue stream, Retail Media Networks (RMNs) are now under intense pressure to scale, standardise, and prove their value to increasingly discerning advertisers. In this blog, members of our Retail & Commerce Media Committee share their perspectives on the biggest challenges and opportunities facing RMNs today. From mounting revenue expectations and measurement scrutiny to AI-driven innovation and the rise of programmatic access, they explore how retailers and brands are adapting to stay competitive.
A big thank you to the following contributors for sharing their thoughts:
Diana Abebrese, Global Retail Media Lead. Empathy Lab by EPAM
Deni Petrova, Commerce Strategy Lead, WPP Media
Maximilian Knorr, Retail Media Lead @Spark, Publicis Media
Emma Helsloot, Director Sales EMEA at Pentaleap
Diana - “RMNs are struggling to keep pace with both internal and external expectations. Retail Media has become a high-profile priority within most retailers, resulting in increasingly aggressive revenue targets. RMNs can no longer fly under the radar and continue to deliver incremental, unforecast revenue quarter on quarter. They need to unlock incremental revenues at scale from new budget sources if the “gold rush” is to continue. Brands and agencies, rightly or wrongly, are choosing RMNs who provide predictive audience targeting, full-funnel activation and transparent incrementality measurement, AND who are making it as easy as possible for them to plan and buy. The balance of power has firmly shifted back to the advertisers.”
Deni - “RMNs are becoming more scrutinised by brands and agencies. Inventory is saturated, and measurement is still all over the place. Smaller players are fighting for ad share while the giants dominate, and all are equally affected by internal silos that seem difficult to break down.
Leading brands are responding by becoming more selective about where to invest. They are pushing hard for transparency and seeking ways to understand the incrementality of Retail Media. They are not investing blindly anymore. The winners in this space treat Retail Media as a full-funnel media discipline that connects brand, shopper, and experience in one ecosystem.”
Max - “Pricing and transparency are uncomfortable topics of discussion, I know - it's a cat-and-mouse game where RMNs are chasing after incremental brand marketing investments but aren’t willing to forego the rate cards established in the old days of trade marketing. Leading brands and agencies have adapted by setting up the right frameworks to assess the incremental value promised by on-site & off-site Retail Media as a channel. We are finally reaching a tipping point where Retail Media CPMs and audience fees are inevitably compared to those of historical vendors and tech giants. RMNs will need to adapt in order to scale.”
Emma - “Retailers running media networks face mounting pressure to prove ROI, scale beyond trade budgets, and balance monetisation with a seamless shopper experience. As competition intensifies, advertisers are demanding standardised measurement, transparent reporting, and easier access through programmatic buying. Leading retailers are adapting by modernising their tech stacks to improve ad serving capabilities and connect with major ad tech platforms via RTB - turning Retail Media into a scalable, data-driven growth engine.”
Diana - “Rapid advances in AI technologies are finally enabling retailers to overcome legacy challenges around data, tech and operational complexity and start to deliver against industry expectations. We are seeing retailers, brands and agencies building their own AI-powered tools, such as Nectar 360’s Pollen, and off-the-shelf Retail Media platforms are increasingly embedding AI into their solutions. Common use cases include: omni-channel media planning and measurement, creative ad generation, real-time campaign optimisation and end-to-end campaign orchestration. Crucially, democratisation of Retail Media is starting with the integration of retailer inventory and data into agency and brand buying platforms. This will be a game-changer.
Deni - “One of the biggest opportunities for Retail Media I see lies in the creative and experiential space, not just the first-party data. Retailers shouldn't be looking for ways to sell more impressions, but for ways to turn retail environments into storytelling platforms.
Things like content-led commerce, brand storytelling inside retailer ecosystems, and shoppable inspiration that actually adds value to the shopper journey. There is so much in-store real estate that is still not maximised - self-scanning devices are a prime example.
There’s also a huge opportunity in how retailers use their data, collaborating with brands through clean rooms and shared insights to shape better campaigns, and even inform product development.”
Max - “I am very much looking forward to seeing self-service platforms grow and flourish. They are at the core of the Retail Media revolution. They are what get brands and agencies truly excited, to the point of creating entirely new Centre of Excellence (COE) teams around them. These platforms make RMNs more accessible and campaigns easier to plan, buy, optimise, and measure. I still see large parts of Retail Media assets outside of sponsored products being underutilised, and I believe programmatic media will ultimately create the necessary economies of scale for retailers' media networks of all sizes.”
Emma - “Most RMNs are still heavily reliant on trade budgets and struggle to tap into broader media budgets to scale their ad revenues. Real-Time Bidding (RTB) now presents a breakthrough opportunity: retailers will soon be able to programmatically access ad budgets from major demand sources like Google, Microsoft, and even Amazon. As walled gardens begin to open up, Retail Media is evolving into a true media play.”
Diana - “Most retailers I speak with embrace the concept of standardisation, as it allows them to simplify and streamline workflows and automate day-to-day campaign planning, activation and measurement tasks for both internal and external users. Automating and standardising 80% of their campaigns will drive profitability and revenue per head for the retailer - meaning they can refocus their client-facing teams onto more strategic initiatives. It is this shift in focus that will support long-term brand building and differentiation for the RMN - giving them the time and resources needed to co-create innovative full-funnel brand partnerships with their advertisers - hopefully resulting in valuable PR and award nominations.”
Deni - “We need to see more retailer-brand-agency collaboration, where everyone plans together and not in silos, aligning content, retail media, trade budgets and brand goals from the start. This means using data not just to optimise short-term, but to shape strategy and understand what drives brand preference long-term. When we connect the two, retail media becomes more than a performance lever. It supports brand equity, which still remains the most powerful driver of long-term sales.”
Max - “Ultimately, it is the responsibility of brand marketing and their agencies to find the right balance between the long and the short of it. Retailers can help us by first adhering to our measurement and viewability standards. Secondly, by opening their ad ecosystem to our dashboards and data clean rooms. Thirdly, by ensuring their media inventory can be easily added to our plans and bought as part of our existing operating systems. In the case of out-of-home, for example, we’d love to start planning outdoor, in-store and near-store consistently without needing three different workstreams.”
Diana - “Technology is moving fast, and is finally allowing Retail Media to deliver on its promise. The challenge is around adopting and implementing new technologies in a scalable, foundational manner so they can evolve with and adapt to continuing advancement. LLMs and conversational interfaces are becoming the norm very quickly. Real-time data-driven decisioning, personalisation and content generation, within open, multi-tenant environments, will open the doors to many new opportunities. RMNs and brands should ensure they are ready for the future with a focus on data quality, process optimisation and cross-team stakeholder engagement.”
Deni - “Using more technology in stores that adapts to real shopper needs could be a game-changer. For example, AI-driven personalisation and contextual displays that change based on time of day, weather or footfall. If done well, this kind of personalisation can make retail feel alive and ensure shoppers notice what's in front of them - unlike the static above-the-aisle, or sticker on the floor displays that still dominate the shop floors.”
Max - “Agency executives often joke about seeing innovation in online media twice a week and in offline media once in a good year. Similarly, I believe there’s still tremendous opportunity for transformation in-store, in the physical world, where most people still shop today. I am particularly excited about digital screens and connected stores and the breadth of new targeting and measurement capabilities they will open to advertisers. Self-serve platforms have the potential to completely redefine how in-store media is currently being planned and booked.”
Our Retail & Commerce Media Committee is at the forefront of the Retail Media industry. Members are driving Retail Media growth and shaping the landscape by:
All of the work of the Committee can be found in our Retail Media Hub here.
Find out more about our work and how you can get involved by contacting Marie-Clare Puffett - puffett [at] iabeurope.eu.
Connected TV (CTV) is a hot topic, and understanding where it’s headed next is essential for success. Join us on 5th November at 12:00 CET for our latest Virtual CTV Day, a fast-paced virtual event packed with expert insights, bold predictions, and practical takeaways for your 2026 strategy.
Here are 4 reasons you don’t want to miss it:
1. A Stellar Speaker Lineup
The biggest names in CTV are coming together to share their vision and expertise. Hear directly from leaders across platforms, agencies, publishers, and ad tech, including:
Paul Gubbins, CTV Lead, Exchange Platforms, EMEA, Google
Sarah Lewis, Global Vice President, CTV, ShowHeroes
Tim Cady, MD PMX, Publicis
Cadi Jones, SVP, EMEA, Index Exchange
Gregor Fellner, Sr. Director Media in Germany, Rakuten TV
Stafaniya Radzivonik, Senior Director, Partnerships- Supply, Verve
2. Clarity on CTV Standards
Get the latest on measurement frameworks, transparency goals, and the road to accountable, scalable CTV advertising in Europe.
3. A Forward Look at 2026
From audience behaviour shifts to new ad formats and monetisation opportunities, see what’s shaping the CTV landscape in the years ahead.
4. Actionable Insights to Apply Immediately
Walk away with practical steps, proven strategies, and insider tips to level up your CTV plans immediately.
Whether you’re just getting started or ready to scale, this event will give you the insights and confidence to make smarter moves in CTV.
Find out more about the agenda and our speaker lineup here, and register below to secure your free virtual seat.
We’ve got even more virtual events for you to be a part of. Check them out below and sign up to secure your virtual seat today.
We’re thrilled to launch our brand-new Retail Media Roundtable series, sponsored by MediaMarktSaturn, recorded live at our Retail Media Impact Summit in Amsterdam!
On 24th September, over 150 senior European leaders in Retail Media gathered in the heart of Amsterdam for an intensive day of insights, action & collaboration.
The Summit wasn’t about flashy announcements; it was about meaningful conversation and collective momentum. Some of the core topics explored:
Beyond the formal sessions, the Summit also offered networking, breakout workshops, and plenty of space for spontaneous conversations and new partnerships.
Find out more in our wrap-up blog post here, and watch our highlight reel here.
To kick off the new series, our Industry Development & Insights Director, Marie-Clare Puffett, sat down with Torsten Ahlers, Managing Director at MediaMarktSaturn.
Recorded live at the Summit, this first episode explores why Retail Media has become a cornerstone of the modern marketing mix. Discover how brands can:
Our second episode saw Marie-Clare, Max de Jong, Sr. Manager Media Performance & Consumer Insights at Albert Heijn, and Andy Flint, Head of Business Development at ABC, explore why certification is becoming a crucial foundation for building trust, transparency, and consistency in Retail Media.
Uncover:
What’s Next?
Over the coming weeks, we’ll gradually release each episode from our latest roundtable series. Unedited, candid conversations straight from Amsterdam.
Each episode explores a slice of the Summit’s rich agenda, all through the lens of real industry players.
But that’s not all. Alongside the episodes, we’ll publish deep-dive blog posts, exclusive insights, and key takeaways from the Summit.
Don’t Miss Out - Here’s How to Stay in the Loop
For more information on our Retail and Commerce Media work and how you can get involved, please reach out to Marie-Clare at puffett [at] iabeurope.eu
In this blog post, our Retail Media Consultant, Yara Daher, explores why standards are essential to the future of Commerce Media and shares how you can get involved in shaping the next iteration of our Commerce Media Measurement Standards.
In just a few years, Retail and Commerce Media has become one of the fastest-growing channels in digital advertising. With billions in ad spend flowing through retailer networks, marketplaces, and quick commerce platforms, the opportunity for brands and retailers is undeniable. But with rapid growth comes an equally urgent need: clear, consistent, and widely adopted standards.
Without a shared framework, fragmentation can quickly limit progress. Buyers face inconsistent metrics, measurement methodologies vary from one partner to another, and reporting complexity makes it harder to compare performance or prove ROI. For the ecosystem to mature, trust and transparency must be built on standardisation.
That’s why, at IAB Europe, we launched our first Retail Media Measurement Standards in April 2024. Developed through our Retail & Commerce Media Committee with key input from our Retailer Council, these standards provide a framework for consistent metrics to compare Retail Media investment.
Now, building on initial industry feedback, we’ve released our Commerce Media Measurement Standards (including Retail) V2 for public comment. This updated version reflects the rapid growth of the space and the increasing sophistication of advertiser expectations.
Why Standards Are Critical to Commerce Media Growth
What’s New in V2
These updates strengthen online retail media measurement (on and off-site) and complement our In-Store Retail Media guidance, recognising the rise of omnichannel strategies.
Help Us Finalise the Latest Standards
Our updated Commerce Media Measurement Standards V2 are now open for public comment, and we want your input. To ensure these standards truly reflect the realities of the market, we’re calling on brands, agencies, retailers, ad tech partners, measurement providers, and publishers to share feedback and shape the final version.
We request specific suggestions to the “Insights” section 3.1 and 3.2. We detail New to Brand and New Category and suggest lookback windows based on categories. We understand those categories are broad and open to interpretation. As such, we would like feedback on whether to keep them as is, change them and how, or move them to a guidance section.
The deadline to provide your input is Friday, 14th November 2025.
We look forward to hearing your thoughts and building a trusted, transparent, and scalable foundation that will define the next chapter of Commerce Media with you.
As 2025 draws to a close, now is the perfect time to invest in your team’s skills and strategies to set the stage for a stronger, more sustainable year in 2026.
By joining our Condensed Course on Environmental Sustainability in Digital Advertising this autumn, you’ll equip yourself or your colleagues with the tools, knowledge, and confidence to hit the ground running in the new year. Ready to align your advertising strategies with your organisation’s environmental goals and industry expectations.
Our half-day online training is designed to give you practical, actionable insights to help reduce the environmental footprint of digital advertising, while keeping your business future-focused and competitive.
Digital advertising might not immediately come to mind when thinking about carbon emissions, but the truth is:
Sustainability is no longer a “nice to have.” It’s becoming a strategic imperative.
Organisations that invest in sustainability skills now will be better positioned to:
Attract and retain talent, particularly as younger generations expect environmental action from employers.
Through expert-led, interactive virtual sessions, participants will:
The course is facilitated by our Data Analyst & Sustainability Lead, Dimitris Beis, who brings expertise at the intersection of digital advertising and environmental action.
Dimitris leads industry-wide initiatives to help the digital advertising ecosystem reduce its environmental impact. He plays a key role in developing practical frameworks, guidance, and education that support the transition to a more sustainable and responsible future for our industry.
We’ve designed the course to fit different time zones and team schedules:
Places are limited, so be sure to secure your spot early.
Don’t forget, if you’re a member of IAB Europe, you’re entitled to a discount. Reach out to our team at communication [at] iabeurope.eu for more information.
We look forward to seeing you there!
Artificial Intelligence (AI) is redefining how our world (and our industry) works. From how we create, target, and optimise campaigns to how we address transparency, trust, and regulation, AI is transforming everything.
On 30th October at 12:00 CET, we’ll bring together leading voices from across the digital advertising ecosystem for our latest Great Debate on AI. A virtual event designed to unpack the rapid rise of AI, explore what’s next for our industry, and discuss how we can harness its power responsibly and effectively.
This Great Debate will offer fresh insights and practical perspectives on how AI is reshaping the advertising landscape, including:
We're thrilled to announce the first industry leaders who will be joining us on the virtual stage:
Jacqui Merrington, Director of AI, Mail Metro Media
Kay Schneider, President, ShowHeroes
Liz Salway, Managing Principal, Marketing Solutions, Empathy Lab by EPAM
Matina Thomaidou, VP, Head of Data Science at Dataseat, part of Verve
Patrick Hann, Ad Tech Manager, IAB UK
Tim Collier, Chief Commercial Officer, Scope3
More speakers will be announced soo, so stay tuned!
Find out more about the event here, and register below to secure your free virtual space.
Our Great Debate on AI is just one of many exciting virtual events coming up. Mark your calendars for:
We look forward to welcoming you to these upcoming events.
In this blog post, our Industry Development & Insights Director, Marie-Clare Puffett, reflects on the incredible work and growth of our Retail & Commerce Media Committee since its inception, three years ago. See what she has to say below.
What started as a small working group within IAB Europe has turned into a dynamic committee that represents a broad range of retailers, Retail Media Networks (RMNs), ad technology companies and brands. It is no surprise, really, given that Retail Media has emerged as the fastest-growing segment in Europe's advertising landscape, boasting an impressive 21.1% revenue growth. It now commands a significant share of digital advertising budgets, with one in every five Euros spent online going toward retail media campaigns. The market's total value has surged to €13.7 billion, underscoring its rising influence and strategic importance for brands and retailers across the continent. You can view all of our latest stats here.
So, what role has our Retail & Commerce Media Committee played in this evolving landscape?
It’s been nearly three years since the group was set up, and here are three core areas I would like to highlight and celebrate:
1. Redefining Measurement: Leadership in Retail Media Accountability
Our measurement standards and associated certification programme are leading the way in driving Retail Media consistency and transparency. Media buyers have been calling for more accountability and clarity from RMNs, and we have worked closely with all stakeholders to deliver the following:
2. The Forum for Industry Collaboration to Shape Retail Media’s Future
Through our multi-stakeholder committee and Retailer Council, we are enabling the conversations that matter in the future of Retail and Commerce Media. Additionally, our inaugural Retail Media Impact Summit ignited a collaborative dialogue poised to reshape the future of Retail Media across Europe. By bringing together industry leaders, innovators, and visionaries, we laid the groundwork for actionable strategies and partnerships that will drive measurable impact and sustainable growth. From the development of standards through to how core concepts are defined, this collaborative work is imperative to the scalability and success of Retail and Commerce media.
3. Insights that Define the Retail Media Landscap
From our market growth, size and forecasting updates from our Chief Economist to our annual Attitudes to Retail Media report, we are ensuring the industry has the insights that define how the market is performing and what challenges need to be addressed.
Of the work of the committee, Jason Wescott, Chair of IAB Europe’s Retail & Commerce Media Committee and Global Head of Commerce Solutions, WPP Media, said: "From the very beginning, our vision for the Retail & Commerce Media Committee has been bigger than any single initiative - it’s about igniting a movement built on trust, collaboration, and shared insight, empowering retail media to truly flourish across Europe. By setting bold standards, sparking meaningful dialogue, and delivering market-leading intelligence, we’re not just keeping pace with the industry’s growth — we’re helping to lead it with purpose."
Under the guidance of our Chair, Jason Wescott, Vice-Chair, Patricia Grunmann, and Retail Media Consultant, Yara Daher - alongside the active collaboration of all of our members - we’ve begun laying the critical foundations for Retail and Commerce media to flourish across Europe.
For more information about our initiatives and to explore how you can get involved, visit our Retail Media Hub, or contact me directly at puffett [at] iabeurope.eu.
